Heineken Joins the Afrobeats Celebration with Sponsorship of Afrozons Pre-Grammy Party

In a bold move that melds the worlds of music and beverages, Heineken has proudly announced its partnership with the Afrozons African Pre-Grammy Party. This sponsorship aligns with the beer giant's 150th-anniversary festivities and was disclosed during a Jan 26 media briefing in Lagos. The event, steered by renowned Grammy Academy member Sheila O, is slated to be an exuberant affair dedicated to the pulsating rhythms of Afrobeats.

Celebrating African Music Icons

The event is set to pay homage to the trailblazers of African music such as Fela Anikulapo Kuti, King Sunny Ade, and Femi Kuti. Their groundbreaking work has not only earned them Grammy nominations but also cemented their status as pillars of the African music scene. In a significant development, the gathering additionally shines a light on the establishment of a new Grammy category, ‘Best African Performance’.

Heineken’s Heartfelt Endorsement

Kola Akintimehin, Senior Brand Manager at Heineken's Nigerian Breweries Plc., expounded on the collaboration, emphasizing the brand's vision for the vitality and potential of African music. The sponsorship serves as a milestone in Heineken's anniversary festivities, and it visibly demonstrates their commitment to the continent's cultural dynamism. Acknowledging the influence of music maestros like Fela, King Sunny Ade, and Femi Kuti ties in with Heineken's ethos of global excellence, fostering the melding of heritage and modern inspiration in the cultural mosaic.

The company's engagement is generating anticipation for a memorable evening and consolidating its support for the African entertainment industry—a gesture that speaks to Heineken's broader ambitions and respect for cultural diversity.

Heineken, Afrobeats, Grammys